Jan 28, 2016

value and engagement

You might be wondering what the difference is between value and engagement.

Engagement is visible social media reactions. Comments and "likes" on Facebook are examples.

Value can be entertainment and information. 
News is a subset of information and stops to be informative after a limited time.  

High level social media advice given by consultants can be summarized to:

  • Provide value.
  • Get and grow engagement.
  • Grow your audience and increase return on investment (ROI).
We don't get to decide what value is.
Our social media plan is about the value we provide to our audience. 
But what audience? The TARGET AUDIENCE. The target audience really is the key to unlocking social media success. Value is a goal and our job is to provide a lot of value.

What is target audience and value exactly?
The target audience is who you want to reach. Say males from 25 to 34 years of age. Value is information that is useful to your target audience.

Let's say you sell diapers. You could blog how to best use your products. Or perhaps about children's toys or toy safety. Another subjects is tips on handling a busy life with a child. Let's assume that your audience already knows you sell diapers. Your not blogging about your product to give value to the audience. Blog about items that are related to your product or to the people who use your products.

What is exactly the right item to blog about?
Well, that's a challenge. We really don't know for sure. It's up to trial and error. If your blogging to a niche market, initial data helps. 

We can only measure.
But what? 
Engagement is an indicator for value.
Engagement. Traffic. Sales.    

Look for engagement within the context. 

Relate to your audience. Personalize your blogging. Try to anchor your audience with the initial information they receive. 


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